Kartell 2021. Kartell 2021. A new path, further innovation not just in offering products but above all in
giving meaning to the brand strategy which looks to the future, backed by the experience and the positive
projects of the past.
Kartell 2021. An evolution of the brand and of its communication process through the extensive and
complex distribution network consisting of its retail partners, digital platforms and relations with the
contract world.
Kartell 2021. A creative workshop fuelled by the refined thoughts of the most acclaimed Italian and
international designers and architects. A constant, ongoing exchange, to generate unique, functional and
decorative designs.
Kartell 2021. A product catalogue that is also Kartell’s road map towards 2030. Our road map is lined
up along the progressive elaboration of projects and products. The ongoing pursuit of innovation, whether
this concerns a material, a production process, a way of designing, remains our number one goal, to be
achieved in a sustainable manner across the entire direct and indirect supply chain.
What is a road map? It is a path towards the future, which pools together the experience of one year, 2020,
during which the way of life changed all over the world, but not our way of being. Our company continues
to evolve, thanks also to the experience of these last few months, turning them into an opportunity to offer
bespoke services and an extensive range of products which all feature a strong identity and style. When
devising the means of communication for the product offering, special combinations were created between
the icons, which had been restyled in a contemporary style, and the latest-generation products, forming a
smooth dialogue that represents different lifestyles enclosed in a single cultural matrix. What emerges first
and foremost is the culture of the product, made with painstaking care for details and innovative uniqueness.
By combining the many articles which now make up the catalogue, the resulting image is refined and far
from ordinary, starting with the colour, which moves away from bright hues, shifting towards paler yet
loaded and highly distinguishing shades; many glossy colours are now matt and soft-touch, to generate a
contemporary image which is easier to incorporate into settings with different elegant stylistic features.
The new catalogue is the expression of a well-organised planning of the brand’s commercial and
communication strategies, which are increasingly client-centric, designing emotion-packed stores where
the purchase becomes an entire experience, the products arranged on the ground to match well-suited
surroundings can be tried like garments, better to understand their functionality and purpose. Chairs
matched with tables, sofas placed beside armchairs and T-tables, accessories and tableware teamed with
decorative lights.
We are committed, and will continue to be, to complete the project concerning recycled and organic
materials, which we use to make new products and restyled iconic products.
We have approached wood with a 3D processing technique and using minimum quantities of material,
and we have extended the collection, inserting new objects which complete the lifestyle offering.
After stamping our strongest identity with the seal of transparency, we decided to go with the flow of
changes and new trends, investing in a new, unprecedented material, which has the same visual and
structural characteristics as polycarbonate, yet which allows us to achieve transparency with a material
partly derived from vegetable waste.
As for the contract world, we have taken steps to accommodate the requests of architects and specifiers,
who were demanding customisation, technical characteristics and product certifications, while choosing
Kartell for the brand’s graphic design that is based on the stylistic appeal of each designer, combined
with industrial production.
Where are we headed? The road map we are embarking upon focuses on the issue of sustainability, under the
banner of project Kartell loves the planet, which constitutes the very essence of the brand’s development plan.
We have been committed to following the guidelines of the plan outlined in the Agenda 2030 for
Sustainable Development approved by the UN General Assembly, to benefit people and the planet.
Thanks to ongoing everyday actions and concrete organisational plans, we believe we can achieve the
goals over the next few years and by 2021 convert the majority of our catalogue with green materials, and
use as much recycled and recyclable material packaging as possible.
